Opinion: Digital transformation is not just technology uplifts

In 2020, due to the pandemic, organisations have been "forced" to review and remap their CX journeys and strategic approaches by providing greater value-add to each touch point of the customer experience - through changing engagement across channels, simplifying business processes, and redesigning products or services. This led to the acceleration of digital transformation across diverse industries including the health-care, retail, food and beverage, travel, hospitality, banking and finance industry. Organisational leaders have come to realise that if they do not have a relevant digital marketing strategy, there is a high chance that they can be pushed out of that industry relatively quickly and they are therefore jumping on board the change due to the "burning platform". With greater openness and appetite that leadership teams have for digital transformation, they have come to accept that digitalisation does not necessarily take away the personal-touch. This has led to projects getting stuck mid-way and having to be fixed or restarted, with the industry finding that 80% to 90% of digital transformation projects had failed or fell short of their objectives for variety of reasons.